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Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?


  • Erika KULCSÁR

    (Babe?-Bolyai University of Cluj-Napoca, Romania)

  • Emoke SZABÓ

    (Babe?-Bolyai University of Cluj-Napoca, Romania)


The attitude of men and women is different towards a product or service; as such their buying behaviour is different. The question is whether gender is really an important segmentation variable in the banking sector? Also it’s worth analysing whether the commercial broadcast by television has a direct impact on the process of buying bank services, i.e. whether it contributes in a positive way to shape a positive brand identity. In order to find answers to these questions, a quantitative marketing research was conducted among residents in Miercurea Ciuc. According to the results was observed that: when purchasing banking/financial services, women too behave like men.

Suggested Citation

  • Erika KULCSÁR & Emoke SZABÓ, 2015. "Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 382-391, November.
  • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:382-391

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    References listed on IDEAS

    1. Choi, Tsan-Ming, 2013. "Local sourcing and fashion quick response system: The impacts of carbon footprint tax," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 55(C), pages 43-54.
    2. Nagurney, Anna & Yu, Min, 2012. "Sustainable fashion supply chain management under oligopolistic competition and brand differentiation," International Journal of Production Economics, Elsevier, vol. 135(2), pages 532-540.
    3. Bin Shen, 2014. "Sustainable Fashion Supply Chain: Lessons from H&M," Sustainability, MDPI, Open Access Journal, vol. 6(9), pages 1-14, September.
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    More about this item


    globalization; behaviour; quantitative marketing research; segmentation variables; attitude; bank;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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